Art Series Hotels are a group of luxury hotels in Australia, housing an array of sought-after artworks. The business goal for the campaign was to boost occupancy over and above the normal occupancy rate between December 15 and January 15.

What to bring when you’re told not to bring a thing. Every now and then you stumble upon an insight so simple and powerful that it doesn’t just inspire the creative idea, it becomes the creative idea. Read an excerpt from this Gold Award winning case study

Over the past decade or two, for a whole raft of social problems – smoking, drug abuse, alcohol abuse, Aids, obesity and road safety – many social marketing campaigns have relied on ‘shock tactics’; to get the audiences attention and attempt to appall them into changing their habits.